The Ever-expanding Role of the Radiologist

Adapting to change is a big part of every radiologist’s life. Policies and standards are updated often, technology is always evolving and each day involves reviewing new images of a new set of patients.

Due to various trends in our current healthcare system, one recent change for radiologists is that their role is beginning to include more elements of journalism, public relations and marketing. To be sure, a radiologist’s job has always involved a certain amount of journalism. Both professions involve examining things closely, identifying potential problems, and then detailing those problems in thorough reports. But it’s been fascinating in recent months to count the different ways in which radiologists are taking on the functions of journalists.

Consider the potential future of radiology reports, for example. Various healthcare providers have always been the intended audience for these reports, but now specialists have a second audience to consider: the patients themselves. All patients will one day have immediate access to their reports, taking in their private information the same way people once sat down and read the local newspaper first thing in the morning.

Does knowing patients may be reading every word the radiologist dictates affect their word choice? Do they simplify certain things as a way to avoid confusion down the road? These are all questions radiologists are considering when they craft a report. Writing reports for multiple audiences? Hey, that’s journalism!

Also, it is now being suggested by some in the industry, including Richard E. Heller III, MD, MBA1, that radiologists should have their reports “graded” to ensure high quality. “Because the primary ‘product’ or

‘outcome’ of diagnostic radiology is the radiology report, uniform grading of report quality should be considered,” Heller wrote recently in the Journal of the American College of Radiology. “Although reporting styles are variable and standardizing controversial, there is general agreement that reports should be accurate, concise, and readily understandable, providing actionable information and utilizing evidence-based recommendations.”

While accuracy has always been important, now radiologists are being tasked to relate it in a hierarchy of importance. Making sure your report contains all the key information—whether it is certain facts or a comment from a relevant individual—is a key component of journalism.

In addition, radiologists are starting to become more familiar with two skills closely related to journalism: public relations and marketing. As Lena Kauffman explained in her excellent article for the Radiology Business Journal2, one of the primary ways hospital-based radiology practices now demonstrate their value to c-level executives is through various public relations and marketing strategies.

These practices use data, reports, and even videos to get the message across that their services are valuable, and as value continues to be the focus of modern healthcare, that ability to “sell” your own department is sure to become even more important. Even if a radiology practice outsources the literal marketing work to another company, taking the lead on such projects still requires coordination and an eye for what will gain the most positive attention possible.

Public relations skills also come into play when you consider how many radiologists must now meet and greet patients, updating

them on their condition and answering questions. The days of sitting in the reading room for the entirety of your shift are largely gone; you must now be seen, helping concerned patients put a face to the name of the person who is providing their care.

Is this convenient? No, not really. And it certainly wasn’t a part of the job years ago, when many practicing radiologists first graduated from medical school. It is, however, an important part of demonstrating one’s value, and that is the name of the game now. You either play along or risk failing to hit the mark on various quality metrics, which can lead to lower reimbursements and unhappy management.

A majority of radiologists are taking on these new responsibilities and making the most of them. I do hope imaging leaders realize their employees are learning these new skills on the job. It’s yet another example of how good those in radiology are at adapting to the always-changing healthcare industry.

Perhaps we can ask our radiologists to learn how to juggle next, or speak one of the many languages from Game of Thrones. I’m sure they would excel at those tasks as well.

Michael Walter is the digital editor of RadiologyBusiness.com.

References

Heller III, R. An Analysis of Quality Measures in Diagnostic Radiology with Suggestions for Future Advancement. Journal of the American College of Radiology. In Press..http://www.jacr.org/article/S1546-1440(16)30405-7/abstract. Accessed September 1, 2016.

Kauffman, L. The Value Broadcast: Marketing Your Worth to Hospital Clients. Radiology Business Journal. 2016; 9: 28-32.